Roi Calculator

Use when the user asks to "calculate influencer ROI", "prove campaign value", or "what was our ROAS"; produces direct ROI/ROAS, earned media value, attribution-modeled revenue, LTV-based ROI, and a stakeholder-ready summary. Not for building the full slide/written report — use report-generator.

This skill helps you calculate and communicate the return on investment for influencer marketing campaigns using various methodologies appropriate for your goals and available data.

Cross-discipline (paid ads): this is the shared return-math engine for paid ads — paid-measurement-loop, attribution-reconciler, and budget-optimizer delegate ROAS/CPA/payback ratios here rather than recomputing them. Save paid runs under memory/ad/roi-calculator/.

Quick Start

Shortest invocation:

text

Calculate ROI for our influencer campaign: $25K spend, $72K revenue, 2.1M reach

Common scenario — compare methods before reporting:

text

What's the ROI of our campaign using direct revenue, EMV, and LTV-based methods?

Skill Contract

• Reads: campaign spend breakdown, results data (reach, impressions, engagements, clicks, conversions, revenue, new customers), AOV and repeat-rate data if LTV is in scope, any prior performance output from performance-analyzer.
• Writes: ROI calculation file at memory/influencer/roi-calculator/YYYY-MM-DD-<topic>.md containing direct ROI/ROAS, EMV, cost-efficiency metrics, attribution-modeled revenue, LTV-based ROI, by-influencer ROI, and a summary report block.
• Promotes: durable headline numbers (final ROI %, ROAS, total investment, net profit, recommended attribution model) to memory/hot-cache.md.
• Done when:
  1. At least one ROI methodology is computed with the inputs and formula shown.
  2. Each headline metric is stated against a benchmark with a pass/fail status.
  3. A bottom-line assessment (profitable / break-even / loss) and 1-3 recommendations are written.
• Primary next skill: report-generator

Handoff Summary

Emit the standard shape from skill-contract.md §Handoff Summary Format.

Data Sources

This family is Tier 1 — it works with no live integrations. Ask the user for spend and results data and compute everything from those inputs. Connectors below can pull the numbers automatically when available:

• ~~social platform analytics — reach, impressions, engagements, video views per platform for EMV and cost-per-metric math.
• ~~ecommerce / analytics — revenue, conversions, link clicks, and AOV for direct ROI and attribution.
• ~~CRM — new-customer counts, repeat-purchase rate, and lifetime value for LTV-based ROI.
• ~~influencer database — per-influencer fees and tier data for by-influencer ROI.

With zero integrations, supply the investment and results tables by hand and the skill still produces every calculation. See CONNECTORS.md for the free/keyless recipe per category.

Instructions

When a user requests ROI calculation, work the steps below. Each step has a fill-in template in references/roi-templates.md — link the step number to its block there.

1. Gather ROI inputs — campaign details, the investment (total spend) table, and the results-data table. (template)

2. Calculate direct ROI — Simple ROI = (Revenue − Investment) / Investment × 100; ROAS = Revenue / Investment. State profit and a Profitable/Break-even/Loss assessment. (template)

3. Calculate Earned Media Value (EMV) — impression-based (Impressions × CPM / 1000) and engagement-based (Engagements × CPE), then average. Flag EMV as directional, not absolute. (template)

4. Calculate cost-efficiency metrics — CPM, CPR, CPE, CPV, CPC, CPA, CAC, each against a benchmark; rate the campaign and compare CPA to other channels. (template)

5. Apply attribution modeling — run first-touch, last-touch, linear, time-decay, and position-based; recommend the model that fits the customer journey. (template)

6. Calculate customer lifetime value impact — LTV-Based ROI = (New Customers × Avg LTV − Investment) / Investment; project short- vs. long-term and compare customer quality to organic/paid. (template)

7. Calculate by-influencer ROI — per-influencer ROI/ROAS rank, investment efficiency, and ROI by tier (macro/micro/nano). (template)

8. Generate the ROI report summary — investment, returns, ROI by methodology, key metrics vs. benchmark, bottom line, and 1-3 recommendations. (template)

9. Roll up into the C³ Campaign Value Index (CVI)

   This skill emits the ROI scope score of C³ and the CVI rollup. Score ROI on the 0–100 rubric in c3/roi-campaign-benchmark.md (Return · Orchestration · Impact, each on Pass/Partial/Fail → scaled to 0–100). This 0–100 ROI score is not the financial ROI % from steps 1–8 — feed the rubric score into the formula, never the percentage (R1 simply consumes your ROI%/ROAS as one of its inputs). Then combine it with the Creator and Content scope scores — from fit-scorer (ACE) and content-reviewer (ART) — as a geometric mean:

   text

   CVI = ( ACE_avg × ART_avg × ROI )^(1/3)
   

   ACE_avg is the budget-weighted mean of the campaign's creator ACE scores; ART_avg is the simple mean of its content ART scores (per scoring-architecture §8). Keep the three scope scores beside the CVI — the index ranks and alerts, the three scores diagnose. If ACE or ART is unavailable, emit the ROI score and mark CVI pending (needs ACE/ART) rather than guessing. A blocked scope (e.g. an ART T1/T2 veto on the content, or an ACE A2/C1/E2 veto on the creator) caps the rollup — surface it, don't average it away.

Example

User: "Calculate ROI for our influencer campaign: $25K spend, $72K revenue, 2.1M reach"

Output:

markdown

# ROI Calculation Summary

## Investment & Returns

| Item | Value |
|------|-------|
| Total Investment | $25,000 |
| Direct Revenue | $72,000 |
| Total Reach | 2,100,000 |

## ROI Results

### Direct ROI
- **Profit**: $47,000
- **ROI**: 188%
- **ROAS**: 2.88:1

For every $1 spent, you generated $2.88 in revenue.

### Earned Media Value
- **EMV** (at $8 CPM): $16,800
- **EMV Multiple**: 0.67x

### Cost Efficiency
- **CPM**: $11.90 (Good)
- **Est. CPA**: ~$54 (if 460 conversions)

## Assessment: ✅ Strong Performance

This campaign outperformed the typical 2:1 ROAS benchmark for influencer marketing. Recommend increasing investment in similar campaigns.

Industry ROAS benchmarks (Beauty, Fashion, Food & Beverage, Tech, Health) live in references/roi-templates.md#industry-roi-benchmarks.

Reference Materials

• references/roi-templates.md — fill-in templates for every Instructions step, the worked example, and industry ROAS benchmarks.
• measurement-protocol.md — read ROI/CVI deltas against a control over the readback window; do not over-claim attribution.
• skill-contract.md — shared contract and Handoff Summary format.
• state-model.md — memory tiers and save-path conventions.
• CONNECTORS.md — free/keyless data recipe per connector category.
• C³ scoring: c3-benchmark.md (CVI rollup formula) and c3/roi-campaign-benchmark.md — the ROI Campaign rubric this skill emits into the CVI.
• performance-analyzer — supplies the results data this skill consumes.
• report-generator — wraps these numbers into a full report.
• budget-optimizer — uses ROI output to reallocate spend.
• campaign-planner — sets the ROI targets these results are checked against.

Next Best Skill

Primary: report-generator — turn the ROI numbers into a stakeholder-ready report.

Alternates (same Track family):

• performance-analyzer — go back for deeper performance breakdowns if the ROI math exposed gaps.
• budget-optimizer — feed by-influencer and by-tier ROI into the next budget allocation.

Termination note: keep a visited-set of skills invoked this session. If the primary next skill was already run, stop and report the chain complete rather than re-invoking it. Stop after at most 3 hops in a single chain.